wikipedia · • the survey was fielded in france, germany, japan, russia, spain, the united...

WikipediaAwareness, Attitudes

& Usage ResearchUSA

Project Context

As the Wikimedia movement begins defining their vision for the next fifteen years, they required foundational knowledge of their readers in high awareness countries, for their largest and most well-known project, Wikipedia. Among internet users, they required an understanding of Wikipedia’s awareness, attitudes toward Wikipedia, and usage habits and patterns.

This presentation summarizes key findings and opportunities from online, quantitative survey research conducted in France, Germany, Japan, Spain, Russia, the United Kingdom, and the United States, in June 2017. Wherever possible, the questions used mirrored past research to help establish global benchmarks.

This presentation was prepared by Wellspring Insights & Innovation, Inc., a research and innovation firm based in Miami, Florida. Full field data from this study has been shared with WMF.

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http://www.wellspringinsight.com

Content

Research Objectives 3

Scope & Methodology 4

Generation X, Y and Z Definitions 5

Key Findings & Opportunities 6

Wikipedia Awareness 10

Wikipedia Usage 20

Attitudes toward Wikipedia 31

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Objectives

• To better understand awareness, attitudes, and usage of internet users in high-awareness countries or regions to inform the movement strategy direction for the next 15 years

• Gain insight into GenX, GenY and especially GenZ - the unique perspectives of younger users, as they will be our future readers

• Gain insight into how respondents in high-awareness countries or regions and low-awareness countries or regions differ or are the same (in comparison to New Reader and other research completed in the past)

• Scope is not intended to gain a complete understanding of all countries or regions or insights that the movement might need for Brand identity research, product development, or other planned work streams.

• As applicable, a secondary benefit will be to help guide Wikipedia’s future development and growth by identifying opportunities to expand awareness, attract new readers, improve positioning, and optimize product and service features.

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Scope & Methodology

• The survey was fielded in France, Germany, Japan, Russia, Spain, the United Kingdom, and the United States via an online survey accessible on a PC, laptop or device (tablet, smartphone).

• A total of 1,150 surveys with internet users (individuals who can access the internet via any device type and connection) were completed in each country

• All respondents were between 13-49 years old; GenX 36 to 49 years, GenY 20-35, and GenZ 13-19

• Non-probability sampling was utilized.

• Participants were sourced from multiple online research panels to reduce bias by adding people from all socioeconomic levels, geography and interest.

• Quotas were established per country in order to balance the sample and provide a nationally representative population by age cohort, gender, ethnicity, household income and geography. All data has been weighted to reflect this balance.

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Generation X, Y and Z definitions

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Sources: McCrindle Research, Vision Critical. 2012, 2015.

GENX1965-197936-49 in our survey66 Million

GENY1980-199420-35 in our survey79 million

GENZ1995-201013-19 in our survey75 million

IconicTechnology

VCR, Walkman, IBM PC Internet, Email, SMS, DVD, Ipod, Xbox

Iphone, Ipad, Google, social media, 4KHD, VR

TV & Movies M-TV, ET Pay TV, Titanic Smart TV, Avatar

Influencers Pragmatic practitioners Experientialpeers

User-generated forums

Working Motto “Balance work with family time”

“Never confuse your career with your life.”

“We are the ‘always on’ generation.”

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Key Findings

At the outset of this research our hypothesis was that, in the United States and other high-awareness countries, we would observe large differences in awareness, usage and attitudes toward Wikipedia between the generations; from Generation X’s analog childhood to the digital natives of Generation Z.

By 2030, the oldest GenX’ers will be 63, heading toward their next, and perhaps final, career phase. The oldest GenY’ers will be 53, and have already made their mark on the world of technology, particularly in social media.

In 2030, the oldest members of Generation Z will turn 35, and they will have had a smartphone since they were about the age of 13. Already, they are being called the greatest visual communicators ever raised; creators, collaborators and curators of culture.

“Technology is an important component, but what’s changed is this generation’s (Z) relationship with culture.They are empowered, connected, empathetic self-starters that want to stand out and make a difference in the world.” – the Wildness, 2015 research study.

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Key Findings

In our survey we found that internet users in the US between the ages of 13 and 49 are five times more likely to think of Google over Wikipedia when they “think about finding information online.” Over 80% mentioned Google as compared to the next tier of sites including Yahoo! (17%), Wikipedia (15%) and Bing (13%).

93% of Generation Z internet users are aware of Wikipedia, yet they are more likely to say that YouTube (64%) is one of top three sites that they go to when they want to find information than Wikipedia (47%).

Given their age, about 40% of GenZ first found out about Wikipedia at school, and regardless of the device they access it on, chances are they are doing homework. GenX and Y are more in-the-moment, looking up topics on Wikipedia that were referenced in the media or in passing conversation.

One of the most relevant findings of this research is the confusion surrounding Wikipedia. 41% percent of GenZ participants do not know it is non-profit; across all generations, half don’t know how it’s primarily funded, 20% think it’s funded by advertising, and half don’t know that its content is created by volunteers.

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Key Findings

Regarding usage, only 45% of GenZ reads Wikipedia on a weekly basis, vs. 60% of GenX and 70% of GenY. This is despite the fact that GenZ is online as often or more often than GenY and GenX on their smartphones and laptops.

This may be owing to their focus on schoolwork, or to other factors such as how they approach websites and apps, or how they derive utility. It is an important question for Wikipedia to answer in the near future, given that GenZ association Wikipedia’s values was the weakest of the three generations.

What readers find personally important is also what they most strongly associate Wikipedia with: being useful, easy to read, and free.

At the other end, transparency and neutrality were the words least associated with Wikipedia, especially by GenZ participants.

Free of advertising fell in the middle, however, it was ranked toward the bottom of personal importance; 7th or 8th out of nine.

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Key Findings

Lastly, when it comes to enhancing Wikipedia readers’ experience, the generations diverge. GenX’s top enhancements would be improved site navigation (47%) more trustworthy and more visual content (41% each), while GenY equally (33% each) seeks more trustworthy content, improved readability, more neutral information, and higher quality content.

Meanwhile, almost 60% of GenZ readers would like to see more trustworthy content – fact checked and verified. And about two-thirds each would like improved readability and more neutral information.

Of little of no importance to Wikipedia readers across the generations is more interaction with other readers.

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USA

WikipediaAwareness

US internet users by GenerationTotal Base: 1150Weighted Data

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We asked internet users in the USA what website came to mind when

they want to find information online.

77% mentioned Google first.

6% mentioned Wikipedia.

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Q6: When you want to find information online, what websites come to mind? Total Mentions. Base: 1150

In total mentions, Google had 83%.

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USA

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Wikipedia may not be top-of-mind, but more than 80% of internet users

are aware of it.Yet less than half say it is one of the Top 3 sites to go to when they need information.

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Q7a: When you want to find information online, what three websites would you say you go to most often? Base: 1150

Top 3 Sites for Information

Less than half - across all three generations - include Wikipedia as one of the top three sites they go to when they want to find information online.

About one-third of GenX still includes Yahoo!, and close to 30% of Millenials include Facebook as one of their top three sites for information.

Two-thirds of GenZ include YouTube.

Q7a: When you want to find information online, what three websites would you say you go to most often? Base: 1150

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GenX GenY GenZ

Google 87% 89% 91%

YouTube 37% 48% 64%

Wikipedia 49% 47% 47%

Yahoo! 38% 19% 17%

Facebook 21% 27% 11%

Fox News 10% 8% 6%

Twitter 4% 11% 8%

Reddit 5% 9% 7%

WikiHow 2% 5% 16%

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While GenX and GenY first found Wikipedia online, GenZ is as likely to first find out about it at school.Q8: Where did you first find out about Wikipedia?Base: 1004 Aware Wikipedia.

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Many internet users in the US remain confused about Wikipedia.Forty-one percent of GenZ internet users in the USA don’t know it is a non-profit, across all

generations half don’t know it’s funded primarily by reader donations, 20% think it’s funded by

advertising, and half don’t know that its content is created by volunteers.

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About two-thirds of GenX and GenY know it is a not-for-profit, while four of ten GenZ internet users “don’t know.”Q9: To the best of your knowledge, which of the following best describes the organization that manages Wikipedia? Base: 1004 Aware Wikipedia.

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One quarter of GenZ internet users think Wikipedia is funded by advertising, and other 23% “don’t know”Q10: How do you think Wikipedia is primarily funded?Base: 1004 Aware Wikipedia.

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About half think content is created and maintained by volunteers, and another 20% say Wikipedia staff.Q17: To the best of your knowledge, how is information primarily created and maintained on Wikipedia? Base: 957 Wikipedia Readers.

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WikipediaUsage


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Awareness & Usage Summary

With the highest awareness of Wikipedia, GenZ is most likely to say they never read it, while GenX has the highest non-reading population due to lack of awareness.

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GenX GenY GenZ

Aware of Wikipedia 82% 88% 93%

Read Wikipedia 96% 99% 89%

Never read Wikipedia 4% 1% 11%

Unaware of Wikipedia 18% 12% 7%

Total non-reading population 21% 13% 17%

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Only 45% of GenZ reads Wikipedia on a weekly basis, vs. 60% of GenX and 70% of GenY.Q14: How often do you read Wikipedia?Base: 957 Wikipedia Readers.

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GenX is about information seeking, GenY is most likely to want to discover, and GenZ is doing their homework.Q15b: Overall, would you say you use Wikipedia primarily to ______. Base: 957 Wikipedia Readers.

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Most follow search links or click on the knowledge panel, and over two-thirds continue to go directly to the site.Q16: What are all of the ways you find Wikipedia articles, or get to Wikipedia articles? (Answer all that apply) Base: 957 Wikipedia Readers

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GenY and GenZ point to the future (smartphones and digital voice assistants) while many still use desktops and laptops. Q15: Please indicate how often you use each the following devices to access and read Wikipedia.Base: 957 Wikipedia Readers.

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Top reasons for reading Wikipedia don’t vary much by device. GenZ skews to school assignments, while GenX and GenY are more focused on topics that are referenced in the media or come up in conversation.

Q15a: When you access Wikipedia on your _______, what do you read it for? Base: Access Wikipedia via device.

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A topic I want to learnmore about

59%

A topic referencedin media

59%

A conversationaltopic54%




58%


52%




Work or schoolassignment

69%


66%


48%

Work or school 52%

A conversational topic 51%


41%

GenX GenY GenZ

Desktop

Laptop

Tablet

Smartphone

DigitalVoice Asst.

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Across the generations only 2 out of 10 have tried to edit a Wikipedia article.Q18a: Have you ever tried to edit a Wikipedia article?Base: 678 Readers who know anyone can edit.

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Two factors prevent most people from trying; a lack of interest or the fear of making mistakes.Q18b: Which of the following best explains why you have never tried to edit a Wikipedia article? Base: 531 Readers who have never tried to edit.

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Across the generations, about nine out of ten readers have never made a donation to Wikipedia.Q19: Have you made a financial donation to Wikipedia?Base: 957 Wikipedia Readers.

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About four out of ten say they either didn’t know Wikipedia relied on donations, or what the donation would be used for.Q20a: Which of the following best explains your decision NOT to make a donation to Wikipedia? Base: 842 never donated.

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Attitudes toward Wikipedia


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Q11: On a scale of 0-10, please rate how strongly you associate Wikipedia with each of the following words or phrases, where 0 means you don't associate Wikipedia with the word or phrase at all and 10 means you associate Wikipedia with _____. Base 1005 Aware of Wikipedia. Q12: When it comes to Wikipedia, how important are these words or phrases to you personally? Please arrange them in order of importance to you, personally, from most to least. Base 1005 Aware Wikipedia. “T” = Tied.

What readers find personally important is also what they most strongly associate Wikipedia with: being useful, easy to read, and free.

GenX GenY GenZ

Mean Association

Rating

Personal Importance

Ranking

Mean Association

Rating

Personal Importance

Ranking

Mean Association

Rating

Personal Importance

Ranking

Useful 8.4 1 8.2 1 7.1 1

Easy to read 8.4 2 8.3 2 7.2 2

Free knowledge for every person 8.7 3 8.3 T3 7.9 3

High Quality 7.5 4 7.3 T3 5.9 4

Comprehensive 7.8 5 7.5 4 6.4 T6

Neutral, unbiased content 7.2 6 6.8 T5 5.8 T6

Professional 7.5 7 7.0 T5 5.6 5

Free of advertising 7.5 8 7.1 7 5.7 7

Transparency 7.2 9 7.0 6 5.6 8

(Note that GenZ gave Wikipedia much lower association scores across the board.)

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GenZ is more likely to say more trustworthy content, improved readability, and neutral content will enhance their experience “a lot.”

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Q22a: As a Wikipedia reader, please indicate how much each of the following changes would enhance your personal experience? A lot, a little, or not at all. Base: 957 readers.

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THANK YOU

wikipedia · • the survey was fielded in france, germany, japan, russia, spain, the united...

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